Volkswagen attempt to tackle premium price perception in new campaign from DDB Sydney
Volkswagen is focusing on its product features in a campaign that aims to tackle the perception that a Volkswagen comes with a premium price.
The series of 15-second TV spots, created by DDB Sydney, sees owners highlight a particular feature, such as boot space or bluetooth connectivity, of various Volkswagen cars.
https://www.youtube.com/watch?v=2kwuQG0PbHU
The ‘You’ll want to tell everyone’ campaign is set to run throughout the year.
https://www.youtube.com/watch?v=DFNIFn7Ruz0
https://www.youtube.com/watch?v=HMBPJ35wkkM
https://www.youtube.com/watch?v=vsPyjK3nN_U
https://www.youtube.com/watch?v=o-EubTPlSpA
Credits:
- General Manager Marketing – Passenger Vehicles: Ben Wilks
- Brand Communications Manager – Passenger Vehicles: Peter Stewart
- Retail Marketing Manager – Passenger Vehicles: Melissa Pachota
- Chief Creative Officer: Toby Talbot
- Deputy Executive Creative Director: Cam Hoelter
- Copywriter: Owen Bryson
- Art Director: Anna Paine
- Managing Partner: Nicole Taylor
- Group Business Director: Duncan Stevens
- Business Director: Mick Colgan
- Strategy Director: Samuel Payne
- Head of Broadcast Production: Brenden Johnson
- TV Producer: Harriet Burton Taylor
- Director: Adam Stevens
- Production House: Robber’s Dog
- Audio: We Love Jam / Rumble Studios
- Post Production: The Butchery / FSM
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
Linkedin
Great strategy:
Tossers boring everyone shitless about their overpriced car.
Hope it works.
User ID not verified.
A direct reflection of the advertising industry really.
Haughty upper-middle class whites prattling on about their crippling mortgage and how wonderful their teutonic cars are.
Onanism at its finest.
User ID not verified.
horrid, and worse…boring as batshit.
User ID not verified.
Remember when VW ads were good?
https://www.youtube.com/watch?v=vXdWIsvZilA
User ID not verified.
Out of all the car brands in the world, Volkswagen is the one brand with something to stand for. They were the brand of the counter-culture movement, the free-wheeling, the real people. And instead of tapping into that, they walk away from it to do this terrible work.
It’s dreadful for any car company but for Volkswagen it’s abysmal. [Edited under Mumbrella’s comment moderation policy]
User ID not verified.